Mar 7, 2019

MarketingPulse 2019 explores new marketing frontiers

The second edition of the event dives into such pertinent topics as Gen Z and esports marketing.

MarketingPulse provides plenty of networking opportunities
MarketingPulse provides plenty of networking opportunities

On March 20, MarketingPulse 2019 will explore hot button industry issues including China’s Gen Z, Esports marketing, the rise of artificial intelligence and innovative brand experience.

Organised by the Hong Kong Trade Development Council, the event, now in its second year, is a top-level conference in Asia for brand marketers, agencies, the media and platforms.

One issue that MarketingPulse 2019 will be tackling is esports marketing.

According to Newzoo’s 2019 Global Esports Market Report, esports revenues are expected to hit US$1.1 million this year, a growth of 27% from 2018. The same report predicts that Asia-Pacific, a fast-growing market, will account for 57% of esports enthusiasts in 2019.

Within this market, South Korea, China and Taiwan are leading the way, with Vietnam, Thailand and Hong Kong close behind, according to Clearence Cheung, head of business at Emperor Esports Stars. 

“China has a fully-developed [esports] ecosystem, running the gamut from events, game development, distribution and stadium management to sponsorship, education and financing. In my point of view, other countries could take a page from the Chinese model.”

Cheung will explore the topic in more detail at MarketingPulse 2019's eSports: The ‘Next Big Thing’ in Marketing session

Speaking at the same session, Frank Sliwka, COO at ESL Gaming, will discuss how esports might be leveraged to appeal to Gen Z consumers.

“Esports provides new opportunities for endemic and non-endemic brands to tackle Gen Y and Z audiences,” he notes.

An esports event organised by ESL gaming

Allan Phang, head of Esports at AirAsia, shares this sentiment, “esports is sport for millennials and Gen Z digital natives. Marketers who understand its potential will become winners in this sunrise industry.”

Phang will share his thoughts at the eSports: The ‘Next Big Thing’ in Marketing session.

As for the biggest challenge to the development of esports industry?

“Understanding,” Cheung notes. “Since esports is a new industry, it’s tough for marketing directors to support it without understanding it. We’re working with media and brands to bring a wider understanding of the industry.”

Aside from esports marketing, MarketingPulse 2019 will also be unpacking the ins and outs of China Gen Z. While not exactly new, Gen Z marketing remains a hot button issue as the consumption habits of those between the ages of 15 - 23 are continually evolving.

“Gen Z is going to be a consumption powerhouse, especially in next decade. By the end of 2020, 40% of the consumption in China will be coming from this generation,” notes Jude Chan, head of digital & innovation at Zenith China, Publicis Groupe. “Gen Z has three major consumption motivations. Aside from that instant gratification you get from buying something, it also shapes your personality, and helps you build a common language with your friends.”

Speaking at the Say Hi to the Cool China Gen Z session, Chan will divulge tips on connecting with China’s Gen Z, and explore the ways that social platforms like TikTok and Little Red Book are curating new purchasing patterns.

For those interested in attending, register for the event now for an exclusive 40 percent off discount with the code MPR01F4P. In the meantime, save this page for updates on more speakers and event highlights.

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